Or what makes a Leica, a Leica.
"Rudi Spiller, CEO of Germany’s Leica Camera AG, has a square jaw and stands as though rooted to the floor. His hair is closely cropped, and behind his rimless glasses his eyes are keen.
In opening remarks at a recent press conference heralding three new Leica products, Spiller described the company’s latest triumphs with the confidence of a supervillain proclaiming world domination. After greeting the inhabitants of planet Earth with salutations in a dozen languages, he waxed poetic about Leica’s commitment to excellence, and included a simple summation: “Our precision. Is. Perfect...”